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DAVAO CITY”
A Quantitative Thesis
Presented to
The Faculty of the Senior High School Department
Joji Ilagan Career Center Foundation Inc.
Gov.Chavez St.,Davao City
In Partial Fulfillment
Of the Requirements for the Subject
APPL 3B-Practical Research 2
Nikka L. Miflores
Cherry Jane J. Murcia
Kaith Ira F.Sisbreno
Collin B.Tumpag
Allyssa Lynne G. Velasquez
DECEMBER 2019
ii
APPROVAL SHEET
PANEL OF EXAMINERS
ACKNOWLEDGEMENTS
The success of this research project give thanks to the help of various
individuals, without them this research would not have met the objectives of the
study. The researchers wish to extend their sincere gratitude and appreciation to the
following for giving precious contributions towards the completion of this research.
To our loving parents, for their guidance, understanding, moral and financial
support, providing the space to work with and most of all their encouragement.
To the respondents, for their participation, cooperation and time that helped us to
To our research adviser, Ms. Rachelle Gavino, for monitoring and for
motivation, enthusiasm and for guiding us throughout our research work and who
have been generous in sharing her ideas and knowledge with us in making this
And also to our panel of examinees Dr. McWinner Yawman, Mr. Edwin
Acain and Mr. Kristianne Gem Joquiño who gave their time and suggestions to
make this work better. The researchers truly salute to their expertise allowing us to
And most especially to our God, for giving us wisdom, strength, support and
knowledge in exploring things, for guidance in helping surpass all the trials that the
researchers encountered and for giving the researchers the determination to pursue
TUMPAG, COLLIN B.
ABSTRACT
The study dealt with the Consumers` Behavior on Online and Traditional
(100) who are living in Davao City. The primary data gathering used was a
traditional stores. The result showed that the respondents` overall perceived
level of online and traditional consumer behaviour is high. All four indicators of
TITLE PAGE i
APPROVAL SHEET ii
ACKNOWLEDGEMENT iii
ABSTRACT iv
TABLE OF CONTENTS v
LIST OF TABLES vi
Chapter
Research Objectives 3
Hypothesis 6
Definition of Terms 7
3 METHODOLOGY
Research Design 18
Research Locale 18
Respondents 19
Research Instruments 19
Data Gathering Procedure 20
Treatment of Data 21
Summary 36
Conclusion 37
Recommendation 37
REFERENCES 38
APPENDICES
A. Survey Questionnaire 39
CURRICULUM VITAE 43
1
CHAPTER 1
INTRODUCTION
the customer in much faster, easier, and in economic way. In this world, customer`s
loyalty depends upon the consistent ability to deliver quality, value and satisfaction.
While making any purchase decision consumer should know the medium to
consumers make purchase decisions and what they value in products provides
companies of information that they can use to develop attributes that represent the
consumers’ expectations.
Technology Warangal in India, it was found that online shopping is only at its growth
stage. It is most prominent among the people between the age group of 18-28.
However the rate at which shopping is done is very low. The main factors that are
pulling back the consumers to shop online are lack of touch and feel experience and
resistance to change.
Tech Lab (2018), Filipino consumers still prefer shopping in brick and mortar stores
over online platforms, favouring the physical appeal of products despite the
convenience of online purchases. RTL noted that Filipinos feel more assured when
they examine the products before checkout, while being able to take the item
Due to increasing amount of competition in both online and traditional stores, we will
find out the level of the buying behavior and the factors affecting the purchase
decision of consumers in Davao City that will help them to decide wisely in
This study was conducted to determine the behavior of consumers in Davao City
when purchasing products on online or traditional stores. This study answered the
following questions:
1.1 Gender
1.2 Age
1.3 Sector
2.1 Quality
2.2 Price
2.3 Time
3.1 Quality
3.2 Price
3.3 Time
Research Objectives:
This study aims to find out the buying behavior of the consumers when
shopping
traditional shopping
Theoretical Framework
Bernoulli and Oskar Morgenstern but it originate about 300 years ago. Consumer
decision making process involves the consumers to identify their needs, gather
information, evaluate alternatives and then make their buying decision. The
social and cultural values. The theory was based on the expectation of decision
outcomes which was a cognitive process. Later the theory was modified with the
addition of value and satisfaction. In addition Allen Shocker explains the complexity
and steps which involve in decision making. Richarme, M. (2005) stated that degree
Researchers also proved that the marketing activities have huge impact on
to undergo the identification of their needs, searching methods to fulfill the needs
and make purchase decisions accordingly. The process can also be described as
collecting, interpreting, making plans and executing it for successfully buying the
desired product (Lars Perner, 2008). The behavioral approach of the consumer is
1963 by Howard and later edited in 1969 which has become the current “theory of
consumer behavior”. The updated model provides an integration among the several
psychological, social, and market pressure on the buyer’s choice and information
Post -purchase
Problem Information Alternatives Purchase
decision
Recognition Search Evaluation Decision
evaluation
Conceptual Framework
one variable study which is the consumers` behavior. The framework shows
Consumer Behavior
- Quality
- Price
- Time
- Risk Avoidance &
Trustworthiness
Shopping Preference
- Online
- Traditional
Hypothesis
This study will focus on the consumers of Davao City. The research will be
composed of (100) respondents. The primary data gathering that will be used is a
stores. This study is delimited to consumers who are living in Davao City.
The finding of this study will provide valuable information to beneficiaries in the
following contexts:
Store marketers. Results of the study may provide online and traditional store
marketers with new relevant information and knowledge that could lead to the
improvement of their store services in terms of quality, price, time, and risk
Consumers. The result of the study will aid them to have a better understanding on
Students. Findings of the study will provide them some new ideas and insights
regarding the importance of quality, price, time, and risk avoidance as consumers
Future researchers. Results of the study may serve as a baseline for future similar
research to be conducted.
7
Definition of Terms
terms of quality, price, time, risk avoidance and trustworthiness. It will be measured
Online shopping. In this study, it refers to the manner on how respondents conduct
CHAPTER 2
organizations select, buy, use, and dispose ideas, goods and services to satisfy their
needs and wants. It refers to the actions of the consumers in the marketplace and
the underlying motives for those actions. Marketers expect that by understanding
what causes the consumers to buy particular goods and services, they will be able to
determine – which products are needed in the marketplace, which are obsolete, and
Online Shopping
Chaing & Dholakia (2014) carried out a study in which they examined the purpose of
the customer to purchase goods online or to go offline. Those are the accessibility
features of the shopping sites, the type of products and their characteristic, and the
actual price of the product. The study revealed that the accessibility and the
convenience of the shopping sites create the intention in the customer to purchase
or not. When there are difficulty faced by a consumer to purchase online then the
customer switch to the offline shopping for the purchase behavior and the consumer
Kambil (1995) revealed that the use of internet and related technologies has
reduced the cost and giving boost to e-commerce and its productivity. Billard (1998)
concluded that e-commerce is rapidly increasing on the internet and companies are
which have been found more appropriate for online shopping. However, Chung
&Paynter (2002) stated that consumers are concerned about the privacy issue which
is limiting the use of internet. Sharma (2008) found that the reliability is the most
Traditional Shopping
In the traditional way of shopping the vendor and the store are very important.
The store gives the consumer the possibility to compare, orientate and get
information about a product. The physical store and its vendors are therefore very
important, because they need to have knowledge, skills, products, and services all at
one place. Important factors are the shops location, contacts, and assortment. When
a physical store meets these qualifications, it will be successful. But when customers
are going to buy products another way the role of the physical store will change, “and
that is exactly what is happening in the retail market right now (Molenaar,2011).
Chandan A. Chavadi and Shilpa S. Koktanur (2010), tried to find out the various
factors driving customers towards shopping malls and consumer buying response for
promotional tools. They found four major factors that drive the customers towards
the shopping malls. Those factors are product mix, ambience, services and
promotional strategies. Customers consider fast billing, parking facility and long
product assortment is important for grocery. Ambience of the grocery stores has
been perceived differently by people of different areas and prices are equally
important for all grocery. Perception and preference towards importance of service
was also different across different areas Hazra and Srivastava (2010), found that
firms are using service enhancement and are developing a range of techniques to
population and sought to identify certain features of people making purchases online.
Six factors were distinguished: preference for being an advanced user, a confident
the ability to assess behavior of a programme, an efficient end user, and knowledge
of hardware.
showed that important factors of online shopping were an attitude to online shopping
and a change of customers` attitudes toward making online purchases (Ching, Ke&
Wu, 2015).
Exploratory factor analysis identified four factors, namely anxiety, ease of use,
Anxiety is the most important factor in online shopping. The next important factor is
ease of use. Price, though an important factor, does not influence shoppers as the
phenomenon in which the consumer expects the prices of products and services on
the Internet to be lower than in traditional shops. Empirical results have shown that
consumers expect the similar prices in all online shops but do not compare price in
online and traditional stores. It can be assumed that another important factor of
shopping online is similar prices in all online shops. Price as important phenomenon
of online shopping has also been analysed by Lo, et al. (2014), whose findings show
that consumers perceive online retailers` overhead costs as lower than store-based
Sam & Sharma (2015), explores the factors affecting consumers` decision to
shop online, and how the decision can be affected by product type. The results
showed that an important factor influencing the consumer`s decision to buy online is
Quality
through purchase (Heinonen, 2004). The consumer forms a perception of the seller’s
image, at times based on reviews of transactions carried out by others. In the past
to ascertain the quality of traditional stores. At present online images help the
12
consumer to evaluate and compare the seller’s product. Whereas in the offline
environment, consumers can physically evaluate the product and make decisions.
Over time these purchase decisions help the consumer to form mental images about
different sellers. Based on these images the consumer forms an opinion about their
reputation which further helps him in his future decision processes (Trenz, 2015).
Cost
Cost being the price a consumer pays to acquire a product. Today due to the
availability of a wide range of shopping and price comparison tools, consumers can
compare purchase options and buy products at the lowest offer (Andrews et al.,
2007). For consumers to acquire a product it is essential that value exceeds price
(Anderson, Narus and Narayandas, 2009). However, some cost structures apply to
certain channels through which the consumers shop. Online channels involve
shipping and handling costs, absent in the case of offline stores which may require
additional cost in the form of travel time and expense incurred to travel (Trenz,
2015).
which invariably tends to influence their purchase journey. At times, it reduces their
risk related to the acquisition of the product (Baker et al., 2002; Noble, Griffith and
Weinberger, 2005).
Time
important factor in selecting the optimum channel. The buyer - seller relationship is
dependent on the physical distance in the offline channel, but in the online channel, it
13
is spent travelling to the brick-and-mortar store, locating the place where the
products are displayed and kept, and finding a parking space (Mittal, 2013). In the
case of online environment, time is spent locating a product among the various
online shops and finalising the transaction. Online stores tend to serve consumers at
consumers are looking for opportunities and ways to use their time in the most
Trust
Trust is a highly desirable trait though elusive in nature, but a very crucial
constraint in the online transactions (Mittal, 2013). Consumers usually do not know
the vendor and need to share their personal and financial information. This lack of
personal contact leads to issues such as mistrust and low confidence, creating a
negative influence on consumers shopping decision (Yu and Wu, 2007) and at times
even dissuading them. In the traditional stores, trust at times is easy to acquire due
to the personal contact with the vendor. Also, in the case of online channels, there is
recent times, online shopping seems to provide more satisfaction to consumers. But
still, some consumers feel uncomfortable and uncertain while buying online due to
issues like privacy, security and reliability of the system (Kim, Ferrin and Rao, 2008;
Trenz, 2015).
14
Consumer Behavior
Consumer Perspectives
Consumer behavior can be defined from two different perspectives. First, the
human thought and action and second a field of study human inquiry that is
the actions, reactions and consequences that take place as the consumer goes
through a decision-making process, reaches a decision and then puts the product to
Consumer Goals
The agreeable polar extreme represents the life goals or the preferred life
vision. Leymore (1975) argues that consumer advertising should strongly link its
appeals to such goals on the ground that effective advertising must always offer.
achieving life goals. Advertising acknowledges this by showing how the product
enhances the “Good Life”. It is one of the reasons that advertising focuses on
consumer experiences and satisfactions with the product rather than on the product
Consumer’s Personalities
store things that can become knowledge. Affect refers to the feelings that are
objects. Every consumer has the certain characteristics and traits that help define
Wants express goals in the sense that we can see the preferred life vision in the
want itself without the inference process that would be needed if wants were simply
disposition toward a certain lifestyle and the preferred life vision. If consumer are free
to choose, they will choose only that which is wanted or likely to be wanted
(Shaughnessy, 1987).
Communication
Communication enables marketers to promote their brands and thus the sell their
largely unaware of new goods and services available in the market place (Hanna
attached to; opportunities in the market, selection of target, the marketing mix, and
consumers and increase the chances for success (Sargeant & West, 2001).
There are three reasons that influence the consumer’s decision making. First is
Sociologically, your buying decision may have been influenced by your family, even
seeing the brands your friends prefer affects your decision and social class to which
you belong may have determined to some degree. Second psychological, you may
remember a television commercial for the brand you purchased. Perhaps the
advertising appeal used to persuade you to buy. The last reason is Product attributes
and the Buying Environment, it may affect your decision as well. Maybe the brand
you choose is on sale or it was in the convenient spot on the shelf when you were
Factors Influencing Online and Offline Shopping”, the study reveals that the male are
less doing the online shopping than female. The female are more into online
shopping. The young generation is more often purchasing from online sites because
of the revolution in the technology among the youth population and they are able to
17
use this technology for their well-being more than other age group category. There
are increasing demand of online shopping because the variety of options for the
consumers to choose and at a reasonable price and sometime even less price than
the market.
availability, travel time to the store and trip purpose. Lenvin et al. (2005) found that
dependent on the channel in which consumers feel they can evaluate the attributes
best. Thus the extent to which the important attributes are perceived to be better
delivered online or offline decides whether products are evaluated online or offline
such as family, groups, social roles and status. Primary groups are family, friends,
neighbours or other groups that the consumer has regular yet informal interaction.
Additional groups can be reference and aspirational groups, where reference groups
about a product or brand. In the case with reference groups, consumers are
influenced by their own need to „fit in‟ the groups` beliefs and attitudes. This need
simply comes from valuing and feeling concern for the members of your group, and
whose opinions and approval means a lot (Arens, 2004). The high influence of
by acting on their affection for their favourite artist or athlete (Kotler et al., 2005).
18
CHAPTER 3
METHODOLOGY
Research Design
most appropriate research design to be used since the study aimed to determine
descriptive comparative research design shall be used when the study is aimed in
Research Locale
Davao City, officially the City of Davao is a 1st class highly urbanized city in
the island of Mindanao, Philippines. The city has a total land area of
2,443.61 km2 (943.48 sq mi), making it the largest city in the Philippines in terms of
land area. It is the third-most populous city in the Philippines after Quezon City and
Manila, the most populous city in the country outside Metro Manila, and the most
populous in Mindanao.
This study took place within Davao City. The researchers chose random
Through this, the researchers be able to collect the data and to know how online and
Respondents
This study will have 100 respondents who are living in Davao City. Researchers
will use a random sampling technique to choose the respondents. Random sampling
is a part of the sampling technique in which each sample has an equal probability of
Research Instruments
items were lifted from relevant literatures which underwent content validation and
internal validity using Cronbach Alpha (0.93). It consists of two parts (Part 1 which
To be able to conduct this study, the following steps were done by the researchers.
the study outside the school. The letter was noted by the research adviser and was
Treatment of Data
To give meaning to the data gathered, statistical treatments were done to analyze
demographic profile.
behavior in terms of quality, price, time, and risk avoidance and trustworthiness.
21
Consumer behavior is
4.21 – 5.00
Strongly Agree very evidently
manifested by the
respondent.
Consumer behavior is
evidently manifested by
3.41 – 4.20 Agree the respondent.
Consumer behavior is
moderately evidently
2.61 – 3.40 Neutral manifested by the
respondent
Consumer behavior is
less evidently
1.81 – 2.60 Disagree manifested by the
respondent.
Consumer behavior is
very less evidently
1.00 – 1.80 Strongly Disagree manifested by the
respondent.
CHAPTER 4
This chapter presents the results and discussions of the tabulated data.
Results are presented in tabular form for easy understanding. The topics are
Table 1
Gender
Male 49 49.00
Female 51 51.00
gender. Results revealed that majority of the respondents are female with 51 counts
or 51.00 percent while their male counterpart has 49 counts or 49.00 percent.
23
Table 2
Age
21 – 25 yrs 24 24.00
26 – 30 yrs 14 14.00
In terms of age, it can be gleaned from the table that majority of the range
belongs to those belonging to age bracket above 17 years old with 67 counts or
73.60 percent; followed by those whose age bracket belongs to 17 and below with
24 counts or 26.40 percent. This is indicative that majority of the respondents are
matured respondents who can provide reliable data for the study.
In terms of age level, it was noted that the majority of the respondents belong to
those belonging to age bracket 20 years and below with fifty counts or 50 percent;
followed by those belonging to those whose age ranged from 21 – 25 years old with
Table 3
Sector
Student 48 48.00
Businessmen 5 5.00
Retiree 4 4.00
Others 11 11.00
public employee sector with 17 counts or 17 percent; then by those in the private
professionals with 11 counts or 11 percent and lastly by those retirees with 4 counts
or 4 percent.
25
quality which showed that respondents described both online and traditional to be
high as reflected by their respective obtained mean scores of 3.41 and 4.01. This is
very evident. It can also be noted from the table that there is a difference in the
described level on Items 1 and 2 wherein description for online items 1 and 2 were
implies that respondents believed that they can check the quality of the product and
Although result is acceptable for the overall level, the level has to be
increased to a very high level since many results of past studies conducted (Kotler et
al; 2010; Parasuraman et al, 1985) concluded that quality is very important in the
services provided by the store serves as a basis whether the buyer will be satisfied
and as a result will lead to repeat purchases and strong customer loyalty.
26
Table 4
Perceived Level of Consumer Behavior on Online and Traditional Shopping
In terms of Quality
Online Traditional
1. I buy in this store because I can check 3.33 1.24 Average 4.18 0.88 High
the quality of the product
2. Products in this store are better 3.21 1.01 Average 3.85 0.88 High
3. Shopping allows me to check the 3.22 1.08 Average 4.16 0.91 High
quality of the product in this store
4. The higher variety of products 3.67 0.90 High 4.11 0.83 High
available helps me to find the right
product in this store
5. Shopping is more comfortable in this 3.62 1.04 High 3.77 0.91 High
store because I can buy whenever I
want
Table 5
consumer behavior between online and traditional shopping in terms of price. Overall
results revealed that the described level of perception on consumer behavior on both
online and traditional shopping in this indicator is high as indicated by their obtained
mean scores of 3.71 and 3.60 respectively. This is also indicative that majority of the
studies revealed that right pricing is considered an important driver of their purchase
27
decision and their satisfaction towards a product or service rendered (Kotler et al,
2010). Store marketers should see to it that their price is competitive. Becoming a
Online Traditional
1. Shopping in this store offers better 3.74 0.87 High 3.67 0.84 High
prices
2. Product cost in store satisfies me a lot 3.53 0.90 High 3.56 0.77 High
3. Shopping in this store has great 3.78 0.82 High 3.63 0.83 High
discounts
4. This store offers cheaper goods 3.82 0.87 High 3.54 0.85 High
5. Shopping reduces the monetary cost 3.70 0.80 High 3.61 0.89 High
in this store
Table 6
Online Traditional
1. I buy in this store because its time 3.84 1.07 High 3.62 0.87 High
saving
3. I can buy the products any time 24 4.00 0.97 High 3.58 1.10 High
hours a day while shopping in this
store
4. Shopping takes less time to purchase 3.92 0.87 High 3.60 0.96 High
in this store
28
5. Shopping in this store is more 3.68 1.00 High 3.81 0.88 High
convenient because I can take my
time to compare products
consumer behavior between online and traditional shopping in terms of time. Overall
results revealed that the described level of perception on consumer behavior on both
online and traditional shopping in this indicator is high as indicated by their obtained
mean scores of 3.88 and 3.65 respectively. This is also indicative that majority of the
studies revealed that time element in conducting shopping activities is very important
in the consumer’s decision as to where they will conduct their shopping activities.
The more convenient the consumers in a specific buying activity, the more
tendencies that the consumer will repeat the same activity in the same store (Kotler
Table 7
Online Traditional
Risk Avoidance and Trustworthiness Mean Std Description Mean Std Description
dev dev
1. I buy in this store because I trust the 3.37 1.03 High 3.92 0.86 High
seller
2. The opinions of friends or family have 3.66 0.87 High 3.85 0.94 High
impact on my purchase decision in
this store
3. I prefer buying from a supplier which I 3.76 0.96 High 3.95 0.89 High
29
4. I can check many similar products 3.91 0.84 High 4.07 0.82 High
before I decide which to buy in this
store
obtained mean scores of 3.95 and 3.97. This is indicative that majority of the
respondents` consumer behavior on this indicator is very evident. This also needs to
be improved since it was concluded in past studies that many consumers conduct
shopping activities in a place where they can feel safe and secured. Security and
when consumers shop. Security and privacy will affect consumer trust (Kim et al,
2009).
Table 8
Online Traditional
4. Risk awareness and trustworthiness 3.95 0.60 High 4.97 0.66 High
consumer behavior on online and traditional shopping. Overall results revealed that
mean scores of 3.69 and 3.81 respectively. This high level of description was due to
the high scores generated on the four (4) indicators of the consumer behavior which
includes: quality, price, time, and risk avoidance and trustworthiness. This also
needs improvement as it is consistent in the results of most studies that quality, low
price, time convenience, and less risks leads to higher consumer purchase decisions
and customer satisfaction and loyalty (Kotler and Armstrong, 2010). Chiang and
convenience and intention to buy. Giese & Cote (2002) revealed that satisfaction is
an emotional response to the experience with the product (or service) that have been
purchased, retail outlets, or even patterns of behavior such as shopping and buying
discontinue their association with the product or service (Chung and Shin, 2010).
31
Table 9
Mean t- p-
Consumer Behavior value value df Significance Decision
Online Traditional Ho
online and traditional consumer behavior. Overall results of the study using t-test
buying behaviour as reflected by the obtained t-value of -2.53 with obtained lower p-
value of 0;01 as compared to 0.05 level of significance. This leads to the rejection of
the null hypothesis. It can also be noted that significant difference were established
values and lower obtained p-values as compared to 0.05 alpha level. There is no
obtained t value of 0.147 and a p-value of 0.146 which is higher than 0.05 alpha level
leading to the acceptance of the null hypothesis. Above result is in consonance with
the results of past studies conducted by Trabold et al. (2006) which concluded that
32
drivers such as price perceptions, ease of returns and refunds and privacy
experience differ across sectors. Kang Lo, et al. (2013) analyzed the phenomenon in
which the consumer expects the prices of products and services on the Internet to be
lower than in traditional shops. Empirical results have shown that consumers expect
the similar prices in all online shops but do not compare price in online and
traditional stores. In the offline environment, time is spent travelling to the brick-and-
mortar store, locating the place where the products are displayed and kept, and
finding a parking space (Mittal, 2013). In the case of online environment, time is
spent locating a product among the various online shops and finalizing the
transaction. Online stores tend to serve consumers at their convenience (Kim, Park
Table 10
Table of Difference between Online and Traditional Consumer Buying Behavior
When Analyzed According to Gender
ONLINE TRADITIONAL
Consumer
Behaviour
t value p- df Significance Decision t p- df Significance Decision
value Ho value value Ho
Risk and -0.21 0.84 97 Not Accept -2.34 0.02 97 Not Accept
Trustworthiness significant significant
results of the study using t-test (equal variance assumed) showed that there is no
0.59 -1.94 and with obtained higher p-values of 0.56 and 0.06 respectively, as
compared to 0.05 level of significance. This leads to the rejection of the null
shopping indicators quality, time, and risk avoidance and trustworthiness as shown
Table 11
Table of Difference between Online and Traditional Consumer Buying Behavior
When Analyzed According to Age
ONLINE TRADITIONAL
Consumer
Behavior
f- p- df Significance Decision f- p- df Significance Decision
value value Ho value value Ho
Risk and 2.23 0.09 99 Not Accept 0.11 0.95 99 Not Accept
Trustworthiness significant significant
online and traditional consumer behavior when analyzed according to age. Overall
results of the study using One Way ANOVA showed that there is no significant
34
behavior and traditional buying behavior as reflected by the obtained f-values of 1.27
and 0.23 with obtained higher p-values of 0.29 and 0.88 respectively, as compared
to 0.05 level of significance. This leads to the acceptance of the null hypothesis. It
can also be noted that no significant difference were established on the respondent’s
perceived level of consumer behavior on indicators time, and risk avoidance and
(online) as reflected by the obtained f value of 3.18 with p value = 0.03 leading to the
rejection of the null hypothesis. Overall, the results imply that respondents` level of
Table 12
Table of Difference between Online and Traditional Consumer Buying Behavior
When Analyzed According to Sector
ONLINE TRADITIONAL
Consumer
Behaviour
f- p- df Significance Decision f- p- df Significance Decision
value value Ho value value Ho
Risk and 1.76 0.13 99 Not Accept 0.97 0.44 99 Not Accept
Trustworthiness significant significant
online and traditional consumer behavior when analyzed according to sector. Overall
results of the study using One Way ANOVA showed that there is no significant
35
behavior and traditional buying behavior as reflected by the obtained f-values of 1.56
and 0.75 with obtained higher p-values of 0.18 and 0.59 respectively, as compared
to 0.05 level of significance. This leads to the acceptance of the null hypothesis. It
can also be noted that no significant difference were established on the respondent’s
perceived level of consumer behavior on indicators time, and risk avoidance and
trustworthiness. Significant difference was only noted only on indicator quality (online
shopping) as reflected by the obtained f value of 3.18 with p value = 0.03 leading to
the rejection of the null hypothesis. Overall, the results imply that respondent’s level
of consumer behavior on both online and traditional shopping is the same regardless
CHAPTER 5
Summary of Findings
1. The respondents` profile varies in number in terms of gender, age, and sector
time, and risk avoidance and trustworthiness were also described to be high
profile.
Conclusion
The following are the conclusions were drawn from the findings of the study.
1. In terms of quality, price, time, and risk avoidance and trustworthiness, the
2. Overall results of the study using t-test showed that there is a significant
traditional).
Recommendation
focus on the four indicators: quality, price, time, and risk avoidance and
trustworthiness.
Traditional store marketers on the other hand, must exert efforts in improving
online stores.
Other variables not found in this study are highly recommended for future
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Questionnaire
RCA, CAT, MB